PUBLIC RELATIONS & PUBLICITY. Public relations (PR) is the practice of managing the flow of...

PUBLIC RELATIONS & PUBLICITY

INTRODUCTION

Public relations (PR) is the practice of managing the

flow of information between an individual or an

organization and the public.

Public relations may include an organization or

individual gaining exposure to their audiences using

topics of public interest and news items that do not

require direct payment.

The aim of public relations by a company often is to persuade the public, investors, partners, employees and other stakeholders to maintain a certain point of view about it, its leadership, products, or of political decisions.

PUBLIC RELATION INVOLVES-

1. Evaluation of public attitudes and opinions.

2. Formulation and implementation of an organization's procedures and policy

regarding communication with its publics.

3. Coordination of communications programs.

4. Developing rapport and good-will through a two way communication process.

5. Fostering a positive relationship between an organization and its public

constituents.

SCOPE

Public relation is a window of the corporation through which

management can monitor external changes

We find regular conflicts between employer-employee

consumer-manufacturer, management-shareholders, citizens-

government and so on due to misconception and

misunderstandings. These are generally the major challenges

where public relation practitioners can play a crucial role.

They should get to know the psychology of the public mind

and acquire skill in solving and also avoiding such conflicts

PUBLIC RELATIONS AUDIENCE

Employees of the firmStockholders and investorsCommunity membersSuppliers and customersThe mediaEducatorsCivic and business organizationsGovernmentsFinancial groups

PUBLIC RELATION TOOLS

Press releases Press conferences Interviews Community involvement The Internet

EXAMPLES OF PRESS RELEASE

REEBOK USED A PRESS CONFERENCE TO ANNOUNCE THE SPONSORSHIP OF

SHAKIRA

PRESS CONFEREANCE

ADVANTAGES OF PR

Credibility Cost Avoidance of clutter Lead generation Selectivity Image building

PUBLICITY

“Publicity involves the generation of news about a

company, product, service, brand or person in various

media. It is a subset of the public relations effort”.

Key points regarding Publicity

Publicity is generally short-term focused

Publicity is not always under the control of the firm

Publicity can be negative as well as positive.

THE POWER OF PUBLICITY

Perceived as more credible

Often perceived as endorsed by the

medium in which it appears

Often has high news value

Often generates high frequency of

exposure

PUBLICITY VEHICLES

Feature Articles

Captioned Photos

Special Events

Press Conference

News Release

RESPONDING TO PUBLICITY

USING POSITIVE PUBLICITY